MANAGING ANONYMOUS AND AUTHENTICATED EXPERIENCES

Before mobile, SEO, or Facebook ever existed, it didn’t cost much to reach anonymous consumers through print, broadcast, and outdoor media. But audience segmentation was inaccurate, and performance was hard to measure. On the other hand, identifying prospects through direct mail or phone was measurable, but more expensive and difficult to scale.

Digital marketing technologies have transformed both anonymous and authenticated interactions. Online ads, websites, and search reach more anonymous consumers for less, with much better segmentation and measurement. They’ve also added entirely new capabilities like behavioral monitoring and predictive analytics.

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